Over the past few months our Internet Statistics Compendium has seen some increasingly detailed mobile advertising data hit its pages, thanks in part to some free-to-download research over at Kenshoo and IHS.

For today’s post I want to reflect on some of these trends and relate them to some of my own recent experiences of mobile ads – particularly the ever-surprising world of in-app advertising.

As a famous news anchor once said, “60% of the time, the weekly Econsultancy digital marketing stats round-up is engaging every time.”

He was wrong, of course. 98% of people who’ve read this round-up say they now look forward to it more than Christmas, and the other 2% misunderstood the question and thought Christmas was a code word for stats round-up.

The number of people blocking ads online is increasingly becoming a headache for the publishers that rely on them for revenue.

With ad blocking apps recently becoming the best-selling software in the App Store after the technology giant announced it would allow them on its latest operating system update iOS9, the concerns about mobile ad blocking in particular are growing even larger.

We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.

It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.

One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.